Welcome!

Today you’ll learn how to create the perfect segmentation setup for BFCM.

We’ve been using these exact segments throughout more than 500 projects since 2019 and they became an absolute necessity for our workflow.

IMPORTANT: BFCM is NOT the time to “quickly send something to the whole list.” If your segments are messy, your results will be too: Bad Segmentation = Bad sending behavior = Delivery issues = Lower conversion = Missed revenue

Proper segmentation is what allows you to send campaigns to the right people at the right time, even when you’re short on time.

Goal:

After this post, you’ll know:

• Which segments you must have in your Klaviyo account
• How to segment by orders, engagement, and activity (yes, there’s a difference)
• When to use which exclusion segment
• How to avoid deliverability issues during BFCM

Don’t just send more, send smarter.

Good segments = better targeting = better tailored offer creation = better ROI per email sent.

Our System: WMYB Segmentation Framework

We use 2 types of segments for BFCM:

1. Inclusive Segments (People that we want to send to)
2. Exclusion Segments (People that we want to avoid sending to)

01 - Campaign Inclusive Segments

These are your go-to segments for sending campaigns.

You’ll create 15 variations based on 3 things:

• Engagement Days: 30 / 60 / 90 / 120 / 180
• Orders Over All Time (OAT): 0 / 1 / 2+
• Can Receive Email Marketing

Segment Name:

WMYB | Engaged Subscribers 30 days (0 Orders OAT)

Definition:

• Clicked Email at least once in the last [X] days OR
• Placed Order at least once in the last [X] days OR
• Active on Site at least once in the last [X] days OR
• Created in last 30 days AND
• Can receive email marketing AND
• Placed Order [0/1/2+] over all time

Repeat this structure across all variants.

And one more for VIPs:

• Placed Order at least [e.g. 3] over all time

or

• Order value is above [3x your AOV]

FYI: It takes 10–15 mins to build these.

You’ll never have to change them again.

02 - Exclusion Segments

These help you exclude people from receiving unnecessary emails.

Examples:

WMYB | Placed Order Last 7 Days

• Placed Order at least once in the last 7 days AND
• Person is not suppressed for email

WMYB | Winback – Placed Order ≥1 + No Purchase in 180 Days

• Placed Order at least once over all time AND
• Placed Order 0 times in the last 180 days AND
• Person is not suppressed for email

Use these to exclude recent buyers and prevent returns.

What to Do Next:

✅ Create your 15 inclusive segments for campaign sending

✅ Set up exclusion segments for smarter targeting